Client: Twiga Foods
Campaign: Market Storm Campaign
The Brief: Expand Twiga Foods’ vendor network and boost overall sales.
Objectives:
- Vendor Recruitment: Attract and recruit a significant number of new vendors to the Twiga Foods platform.
- Vendor Re-activation: Re-engage and re-activate dormant vendors, encouraging them to resume supplying products to Twiga Foods.
- Sales Growth: Drive increased sales through an expanded vendor network and re-activated partnerships.
Strategy: “Market Storm” – A multi-pronged campaign designed to revitalize and strengthen Twiga Foods’ vendor network.
Execution:
- Targeted Recruitment Drives: Dedicated teams conducted outreach programs focused on identifying and attracting high-quality new vendors.
- Re-activation Efforts: Personalized communication strategies were implemented to reconnect with dormant vendors, understand their concerns, and address any challenges preventing them from re-supplying Twiga Foods.
- Informative Workshops: Educational workshops were held to educate potential and existing vendors about Twiga Foods’ benefits, including reliable payment structures, market access, and growth opportunities.
- Vendor Incentives: Attractive incentives were offered to encourage both new vendor recruitment and re-activation, such as sign-up bonuses or preferential payment terms.
Achievement against Target:
The “Market Storm” campaign significantly exceeded expectations across all objectives.
- Vendor Recruitment: Twiga Foods successfully recruited new vendors at a rate of 68% above the targeted goal, expanding its vendor network and product offerings.
- Vendor Re-activation: The campaign achieved a remarkable 61% re-activation rate for dormant vendors, reigniting valuable partnerships and strengthening the overall vendor base.
- Sales Growth: The combined efforts led to a substantial sales increase of 83% against the target, demonstrating the campaign’s effectiveness in driving revenue growth.
Conclusion:
The Twiga Foods “Market Storm” campaign effectively leveraged experiential marketing principles to achieve impressive results. By employing targeted recruitment drives, re-activation efforts, informative workshops, and attractive incentives, the campaign significantly expanded Twiga Foods’ vendor network, revitalized dormant partnerships, and ultimately drove significant sales growth. This success story highlights the power of experiential marketing in fostering strong vendor relationships and achieving business objectives.
